Perspectives

How I think about the work.

Marketing's real leverage point isn't the campaign. It's the operating model.

Every marketing organization I've worked in has had talented people running hard at campaigns — and most of them were working against a system that made it harder than it needed to be.

Metrics

Pipeline is a shared outcome. Stop treating it like a marketing metric.

One of the most persistent dysfunctions I see in B2B marketing is the tension between marketing and sales over pipeline. The fix isn't a better attribution model. It's a fundamentally different planning posture.

Leadership

The player-coach model: why the best marketing leaders stay close to the work.

There's a version of senior marketing leadership that's all strategy — vision-setting, stakeholder management, org design — with minimal engagement in execution. I think it has a fundamental flaw.